Unadorned, Pure Engineering: Audi unveils the R26 Concept, a preview of its Formula 1 identity. The brand’s new design philosophy hits the track.
A short time before its first Formula 1 race, Audi presented a preview of its preparations for the pinnacle of motorsport at the Brand Experience Center in Munich. The brand centers its approach on uncompromising simplicity, both on and off the track, mirroring its philosophy for future series production models.
Audi’s entry into Formula 1 constitutes one of the most significant turning points in the brand’s new era. Gernot Döllner, CEO of Audi, stated that joining Formula 1 opens a new chapter in Audi’s transformation journey: “Participating here will be a catalyst for our brand to evolve into a leaner, more agile, and more innovative organization. Of course, our goal is not just to be in Formula 1; we are coming here to win. However, we are also aware that this peak cannot be reached overnight. This journey requires time, determination, and the courage to constantly question the status quo. We aim to challenge for the World Championship by 2030.”
The unveiled Audi R26 Concept provides a clear preview of the livery and design language of the brand’s first Formula 1 race car. The design is based on Audi’s recently announced new brand identity and its four core principles: simple, technical, rational, and emotional.
Massimo Frascella, Chief Creative Officer at Audi, stated that the Formula 1 project is a precursor to the brand’s new identity: “We are making our design language a common language that connects all layers of the organization. The Formula 1 team will be the first application area to represent Audi’s new visual identity, both on and off the track.”
The R26 Concept is designed with a palette consisting of titanium, carbon black, and the newly introduced Audi red. Minimalist geometric sections form a seamless whole with the car’s form. As part of the new identity, Audi will use selective red rings in Formula 1 to symbolize the brand’s unique presence.
For Audi, Formula 1 is not just a racing project; it is a symbolic initiative representing the brand’s technological, cultural, and entrepreneurial transformation. The program also serves as a strong source of inspiration for Audi‘s customers and employees.
The cost cap mandate, which all teams in Formula 1 are obliged to adhere to, creates an economically predictable operational framework. This structure makes Formula 1 a more sustainable and strategic business model compared to the past.
Today, with over fans, Formula 1 is the world’s most popular sports series. In the 2024 season, viewers followed the races on television screens. This global reach provides Audi with a unique platform for brand visibility, sponsorship opportunities, and business partnerships.
Audi’s future Formula 1 team is advancing with three strong global partners: adidas, bp, and title sponsor Revolut. The interest from other global brands wanting to collaborate with the brand is also steadily increasing.
As part of its entry process into Formula 1, Audi acquired the entirety of the Swiss-based Sauber Group at the beginning of 2025. This step also enabled the participation of the Qatar Investment Authority (QIA) as a strategic investor in the project.
The team’s management includes two experienced names from the Formula 1 world: Mattia Binotto (former Ferrari Team Principal) and Jonathan Wheatley (former Red Bull Team Manager). Both report directly to Audi CEO Gernot Döllner.
The driver lineup features a blend of experience and youth: Nico Hülkenberg and young Brazilian talent Gabriel Bortoleto.
Jürgen Rittersberger, CFO of Audi, assessed the opportunities Formula 1 presents to the brand: “Formula 1 is not just a motorsport; it is a combination of technology, emotion, entertainment, and challenge. This combination will play a powerful role in Audi’s reach to new customer groups. Thanks to Formula 1’s reach, we have a unique opportunity to introduce our brand, especially to younger target audiences.”
Motorsport is an integral part of Audi‘s DNA. This heritage, spanning from mid-engined Grand Prix cars to the quattro all-wheel-drive system, Le Mans victories, Formula E, and the Dakar Rally, has formed the foundation of the brand’s technological development.
Audi’s motorsport history is built on determination, courage, consistency, and team spirit. The Formula 1 program elevates this tradition to the next level.
Formula 1, regarded as the pinnacle of motorsport, is the world’s most demanding test laboratory. The short development cycles, quick decision chains, and high-paced technical processes serve as an example for Audi’s general organization as well. This environment of open competition offers Audi the opportunity to directly generate innovation in two key areas of strategic importance for series production vehicles: electric mobility and sustainable e-fuel technologies.
The new Formula 1 technical regulations, set to take effect with the 2026 season, provide Audi with a perfect starting point. All teams will have to adapt simultaneously to this new era in terms of both chassis and powertrain systems.
Audi has been developing its Formula 1 power unit at its Neuburg an der Donau facility since the spring of 2022. This site is the only F1 operational center in Germany.
The Audi Powertrain has an integrated structure consisting of a turbocharged V6 internal combustion engine (ICE), an energy recovery system (ERS), an energy storage unit (ES), an electric motor-generator unit (MGU-K), and an electronic control unit (CU-K).
With the new technical regulations, the power generated by the electric motor will triple, reaching a level equivalent to the internal combustion engine. Sustainable fuels, which will be used starting in 2026, will also be key elements of this transformation. Audi has been conducting its work in this area exclusively with bp since 2022.
Audi‘s concept development process began in 2022; two years later, the completed powertrain was successfully run for the first time in a dynamic test simulation. As on-track testing is forbidden until 2026, the process is advancing with virtual simulations and digital development tools.
The first race-ready power units are completed in Neuburg and will be shipped to testing locations starting in December.
While the development and production of the race cars are handled at the Hinwil (Switzerland) facility, the new technology office in Bicester (UK) provides the team access to the expertise and talent pool in the “Motorsport Valley” region.
The strong technical synergy among the three centers aims for maximum efficiency in the integration of the power unit and chassis.
The Audi Formula 1 team will be introduced to the public with its official launch in January 2026.
Following closed testing in Barcelona at the end of January, the team will hit the track for the first time at tests in Bahrain on February 11–13 and February 18–20, 2026.
Audi’s first race at the pinnacle of motorsport will commence with the Australian Grand Prix in Melbourne on March 6–8, 2026.
